ONLINE COLLABORATION – IT’S ABOUT THE

PEOPLE, NOT THE TECHNOLOGY!

PREPARED FOR THE IABC WORLD CONFERENCE –CHICAGO, JUN 26TH, 2012

Once upon a time…

2Web 2.0 or Human 1.0?

A professional community(with millions of users)

Incentive system to get people to help one another – based on money

Result = Bullying

Changed incentive to a social incentive

Bullying goes away

A look at some NIH + Duke Research

Experiment #1:

People play Atari-style

video game which allows

them to earn or lose money

for themselves

MRI scans shows that the

pleasure side of the brain

lights up – that same part

that gets addicted to drugs

Experiment #2:

People play Atari-style

video game which allows

them to earn or lose money

for a charity

MRI scans shows that the

altruism side of the brain

lights up – that same part

that is responsible for

social interactions

So to understand how to do business in a 2.0 world…

You do not need to understand the Web 2.0 technologies

You are better off understanding Human 1.0 – not as individuals, but as

hyper-social creatures

Other examples – Human 1.0 or Web 2.0?

More than 200 people spend 40+ hours/week helping others in the Dell Customer Support Communities – without being Dell employees or being paid by Dell. Makes sense?

26 teams spent more than $100M to win a $10M price – how would you justify that as an economist?The economics/math for most Open

Source projects does not add up…why do people do it?

HUMAN 1.0 VS. WEB 2.0 – UNDERSTANDING THE DRIVERS OF

COLLABORATION

THE CONDITIONS FOR COLLABORATION TO ACTUALLY WORK

COLLABORATION FOR BUSINESS COMMUNICATORS – USE CASES

COMMON PITFALLS RELATED TO COLLABORATION AND COMMUNICATIONS

OVERVIEW

LET’S GET A LEVEL DEEPER ON THE HUMAN 1.0…

Humans like to help one another…

Reciprocity = a Reflex

And will go out of their way to punish those who are unfair

Humans have an innate sense of fairness = keeps reciprocal society working

We have two decision making frameworks…

Social Framework Market Framework

As humans, we are extremely homologous

We really do not like people who are not like us…we form homologous Tribal

We lie to people…

…including to ourselves, and we tell people what we think they want to hear

Status is important to us…and we like to hoard it

…it used to get us a better mates and more food – proceed with caution: status works both ways!

We are a herding species – self herding even

Culture – perhaps the most important Human 1.0 characteristic

Humans created culture to deal with climate changes in the Pleistocene era – when they realized they could deal with change through culture they created their own

change

THOSE PILLARS CREATE THE DYNAMICS OF INCREASING RETURNS WHICH HELP

COMMUNITIES DELIVER GAME CHANGING RESULTS

The driving forces of communities

• The more MEMBERS you have the more MEMBERS you will get.

• The more CONTENT you have the more MEMBERS you will get. The more MEMBERS you have the more CONTENT you will get.

• The better you match CONTENT and MEMBERS to MEMBER PROFILES the more MEMBERS and CONTENT you will get.

• The easier it is to do TRANSACTIONS the more MEMBERS you will attract.

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“The number of people who are willing to start

something is smaller, much

smaller, than the number of people who

are willing to contribute once

someone else starts something.”

Here Comes Everybody, Clay Shirky

Those pillars create the dynamics of increasing returns which help communities deliver GAME CHANGING results

CONDITIONS FOR COLLABORATION TO WORK

Hierarchy of success in collaboration

Tools & Technology

Culture

Tribe

Human 1.0 Characteristics

Tools & Technology

Culture

Work Teams

Human 1.0 Characteristics

When people do not know one another

When people do know one another

CONNECTED WITH HUMAN 1.0 CHARACTERISTICS – STATUS, CULTURE, ETC.

CONNECTED WITH THE WORK– INNOVATION, CUSTOMER SUPPORT, WORD

OF MOUTH, ETC.

OR CONNECTED WITH PEOPLE’S PASSION, PAIN, OR INTEREST – THEIR TRIBES

LASTLY – WITH HAVING THE PROPER TOOLS

THE CONDITIONS FOR COLLABORATION TO WORK:

THE HYPER-SOCIAL CULTURE FRAMEWORK OPERATES AT

INTERSECTION OF ORGANIZATION AND INDIVIDUALS

Shared rules, norms, values, habits, codes and beliefs

Attitudes & Behaviors

Organization Individual

Organizational beliefs

Individual behaviors

Organizational structure

Risk profile

Passion

Trust

Knowledge culture

Problem solving

Company-centric Human-centric

Knowing Learning

Hierarchy Tribe

Intolerance Intelligence

Day at work Passion at work

Low High

Hoarding Sharing

Component Integrative/system

Internal Hyper-Social Culture Index – where you are

Shared passion

Shared interest

Shared pain

Risk profile

Perceived value

Trust

Alignment with objectives

Organizational structure

Low High

Low High

Low High

Intolerance Intelligence

Low High

Low High

Unclear close

Hierarchy Tribe

External Hyper-Social Culture Index

SOME USE CASES

COLLABORATION FOR COMMUNICATORS

FIND THE PEOPLE WITHIN YOUR COMPANY WHO SHARE THE SAME PASSION, PAIN, OR INTEREST AS YOUR CUSTOMERS – AND LET THEM COLLABORATE

MATCH INTERNAL TRIBES WITH EXTERNAL TRIBES

WORK WITH HR TO SET UP GUIDERAILS TO MITIGATE RISK

ALLOW EVERYONE WITHIN YOUR COMPANY TO HAVE A

SEAT AT THOSE TABLES WHERE DECISIONS ARE BEING MADE

…ON THEIR TERMS AND WHILE RESPECTING THEIR CULTURAL NORMS

ENGAGE WITH YOUR CONSUMER TRIBES

PEOPLE WILL SPEND A LOT MORE EFFORT GETTING RID OF PROBLEMS THAN

ACHIEVING A NICE TO HAVE

DEVELOP A PROBLEM SOLVING CULTURE INTERNALLY TO

INCREASE/IMPROVE INTERNAL COMMUNICATIONS

HR, INNOVATION, MARKETING, STRATEGY, IT

BE A PARTNER TO OTHER BUSINESS LEADERS WITHIN

YOUR COMPANY

AVOID THE COMMON PITFALLS OF COLLABORATION

CROWDS CAN BE REALLY BAD IN HELPING YOU FIND NEW INNOVATIONS –THEY ARE GOOD AT SOLVING BUSINESS PROBLEMS

DON’T BLINDLY RELY ON THE CROWD

NOT WHAT YOU CAN

MEASURE WHAT MATTERS

THEY MAY NOT TEACH YOU MUCH

BEWARE OF PILOTS

PEOPLE WILL EXPECT YOU TO PARTICIPATE

STAFF APPROPRIATELY

BUILD IT AND THEY WILL COME

THE NOT INVENTED HERE SYNDROME

WITH LIMITED SUCCESS…

YOU CAN CONTROL YOUR BRAND

FAILURE TO UNDERSTAND THE VALUE OF LURKERS

Who is Human 1.0?

• Human 1.0 partners with Fortune B2C and B2B companies to help understand, adopt and implement Social to grow and improve their businesses– Social business strategy & implementation– Social PR & thoughtleadership– Social business sales and lead generation– Market research done right – finding tribes– Innovation and collaboration strategy & implementation

• We have a disruptive and innovative consulting service delivery model focused on matching the right knowledge with the opportunity and ensuring high knowledge transfer that sets us apart from traditional consulting companies and agencies

• We have a passion for what we do • We back our recommendations with real data & research• We have offices in Cambridge, NYC, and San Francisco

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Any questions?

Francois GossieauxPresident, Human 1.0e. francois@human1.comw. http://www.human1.comb. http://www.emergencemarketing.comp. http://www.cmotwo.comt. http://twitter.com/fgossieaux

Our new book: The Hyper-Social Organizationhttp://www.facebook.com/hypersocialorg

Download a free chapter at:

http://www.human1.com/the-hyper-social-organization/

Help us by taking our survey

http://socialworkplacetrust.com

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